SOP of Project/ Presentation for TYBMM (Advertising): Brand Building 2022-2023

FINAL ASSIGNMENT (Presentation)

Choose any current band and change its entire positioning by launching under its parent
company. E.g.: Cadbury: coming up with Cell phones. Follow the below flow for the
presentation

1. Introduction to the current company and its existing line of products

 Brand History
 Brand Augmentation
 Core Identity
 Extended Identity
 4 P’s of Marketing mix: Product (Brand Portfolio), Price, Place, Promotion
 Target Audience
 Market Capitalisation: Brand Valuation against its competitors and substitute
 Strength, Weakness, Opportunities and Challenges (SWOC) of the company

2. Introduction to the new product line

 Brand Name, Logo, Tagline, Jingle

 Core Identity
 Extended Identity
 4 P’s of Marketing mix: Product (Brand Portfolio), Price, Place, Promotion
 Brand Positioning: (Who, What, Whom, Why)
 Branding Strategies
 Brand Personality: (Big 5 Model)
 Value Preposition and User Imagery
 Line and Category Extensions
 Competitors in that segment and their market capitalization
 Brand Activation: (Above the Line and Below the Line Communication) i.e.
Modern versus Tradition Communication of IMC Tools
 Collaterals: 3 Print Ads, 3 Bill Boards, 3 Social Media Ad, 1 TV
Commercial for the new brand, 1 Shoutout with hashtag on social media.

The PPT should be emailed with the format as: Group No, Chapter Name. E.g. Group
No 2, Branding Strategies.

No personal messages to be sent to any of the student representatives and neither to me

for any kind of doubts. All doubts will be solved during the lectures